Switching lanes, Ask a Sneakerhead steps into the corporate side of the growing sneaker culture for its latest installment. Linking up with the Trefoil brand, AASH caught up with Matthew Ting, the Sr. Brand activation Manager for NYC at adidas, to pick his brain about a bevy of topics. From his professional journey to adidas’ impact on the sneaker world, the Queens native shared a bit of advice as well. Check out everything Matthew had to say after the jump and be sure to drop us a line in the comments section below. Look for a brand new guest to be featured next week and make sure you keep rocking with Stefoy-les-lyonShops for all your sneaker info needs.
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Matthew Ting: Growing up in Queens I was always a fan of the Superstar but I never had a pair, not because I couldn’t afford it but because I felt I wasn’t cool enough to wear it. I would watch videos of RUN DMC and LL Cool J wearing Superstars effortlessly and people breakdancing in them. The Superstar is a bold style that I didn’t think I could pull off. I didn’t own my first pair until much later. Fast forward to 2015 and here I am working at adidas, helping to celebrate the year of the Superstar!
Stefoy-les-lyonShops: How does adidas continue to stay in tune with the culture?
Matthew Ting: adidas has always appealed to the creative community and a broad range of original thinkers. It has a storied heritage that blends sport, music, fashion and street culture while also being able to create entirely new icons along the way. adidas also has a natural ability to partner with authentic creatives and artists. The way we activate these partnerships only adds to their significance, whether through a runway show at New York Fashion Week to unveil our work with Kanye West or through a series of pop up events during NBA All-Star Weekend. With great product, great partners and key moments, adidas is able to stay relevant.
Stefoy-les-lyonShops: Any advice for people looking for internships?
Matthew Ting: I would suggest that they check out our career site — it’s the best way to look for any new opportunities. Also, referrals from past or current employees always helps.
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